You’ve done the work and are ready to exhibit.  Now what? In addition to meeting with new people- prospects and leads in the hopes of closing new business at your exhibit, it’s important to also meet with your customers.  You particularly want to meet with your key accounts when you exhibit.  Why? Because these people are your bread and butter and you want to ensure your relationship with them is in tact and growing stronger.

Meeting in the Exhibit, Off the Floor, Where and How?

If you hope to have meaningful meetings with key accounts, you need to make appointments well in advance. In a large industry trade show, your key accounts may be inundated with requests for meetings 2 to 3 months in advance.  Try to reach out 3 months out with a friendly call and an invite to meet at your exhibit.  Or send a special hand written note inviting them to connect.  A hand written note will gain more attention than an email will and it’s more likely your key accounts will want to visit you in your exhibit to have that meeting.

If you can leave your booth periodically, the ideal situation is to meet your key accounts off the trade show floor. If this isn’t possible, set up a private, quiet area in your exhibit that is outfitted with chairs and a table, to conduct your meetings. Instruct booth staff to keep interruptions to a minimum while you are in the meeting. Convention meetings are tricky. Everyone wants to get the attention of key buyers. It isn’t unusual to have appointments changed or cancelled at the last minute. You might even be stood up entirely. Don’t be surprised, take it personally, or worse take your frustration out on the next guy! Trade shows can be tricky business, but with a little help, you too can be a pro.